Final Exam B (MKTG 231)

Final Exam B (MKTG 231) - FINAL EXAM

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Unformatted text preview: FINAL EXAM[12/14/2010 9:33:45 AM] 1. Which of the following statements about touch points is true? A) A customer applying for a credit card is an example of a touch point. B) All of these statements about touch points are true. C) A customer complaint is an example of an external touch point. D) Data gathered at external touch points, once interpreted, provide information that affects internal touch points. E) Companies are publicizing their Web sites as the first touch point for customer interactions. 2. Shopping bots: A) link manufacturers, suppliers, and customers B) create opportunities for prestige pricing C) encourage a more creative use of advertising D) create inelastic demand E) provide a means for comparison shopping 3. An Internet picture frame manufacturer offers retailers reduced prices on any combination of size or style frames purchased. The discount is shown as they shop and adjusted as the quantity of frames purchased increases. What common form of purchase discount is the frame manufacturer using? A) cash discount B) promotional allowance C) quantity discount D) rebate E) functional discount Feedback: Quantity discounts offer lower prices for buying in multiple units or above a specified dollar amount. 4. Hudson's Bay Company in Canada operates The Bay, Zellers, Home Outfitters, and At each of its stores and its Web site, it gives HBC Rewards that enable members to earn points, which can be redeemed in the HBC Rewards catalog for various items, including travel, leisure and entertainment items, Air Miles reward miles, or Bay and Zellers gift certificates. To use the system, customers have to provide their HBC card number. This reward program enables Hudson's Bay to engage in _____ interactions with its customers. A) point-of sale and Web-based B) transaction-based and retail-centric Submitted by HOWELL, NAQUENA (HOWELLN0208) on 12/6/2010 5:27:06 PM Points Awarded 27.00 Points Missed 23.00 Percentage 54.0% Points Earned: 0.0/1.0 Correct Answer(s): B Points Earned: 1.0/1.0 Correct Answer(s): E Points Earned: 0.0/1.0 Correct Answer(s): C FINAL EXAM[12/14/2010 9:33:45 AM] C) point-of-sale and retail-centric D) retail-centric and Web-based E) customer-centric and technology-centric Feedback: Because Hudson's Bay does business at its stores and at its Web site, it engages in both point-of-sale and Web-based interactions. 5. A 16-ounce bottle of Prairie Herb vinegar sells for $4.95, and a 16-ounce bottle of Heinz vinegar costs $1.05. Prairie Herb vinegar is new to the market, perceived to be of higher quality, and provides a unique flavor to foods even though it is used in the same way as Heinz vinegar. Prairie Herb vinegar is most likely using a _____ policy....
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This note was uploaded on 03/14/2011 for the course MGMT 231 taught by Professor Brown during the Spring '11 term at University of Phoenix.

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Final Exam B (MKTG 231) - FINAL EXAM

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